FX expands promo reach

Net names Gibbons exec VP

Move comes as cabler expands its efforts into the multiplatform universe.

As exec VP, Gibbons will be responsible for bolstering FX’s reach in video-on-demand, Internet, mobile and other alternative media. She also will continue to oversee print and electronic marketing and ad campaigns.

Gibbons’ next big launch is the documentary series “Black.White.,” from exec producers R.J. Cutler, Ice Cube and Matt Alvarez. FX created and produced an original musicvideo, “Race Card,” as part of the series’ launch campaign.

Cube wrote and performs the song, which will be the series’ title track and may appear on the rapper’s forthcoming album. FX is currently sealing deals with several platforms on which the video will be exclusively distributed before it becomes available on the cabler’s official Web site.

“There’s tremendous anxiety about the chunk of younger viewers that aren’t watching as much television,” said FX prexy-general manager John Landgraf, to whom Gibbons will report. “Stephanie and I sat down about six months ago and came up with a strategy that is targeted to spaces outside of the traditional.”

Landgraf added that in many cases, Gibbons will be working hand-in-hand with the programming department and talent to produce unique content to drive auds to the main channel. She most recently enlisted the staff writers on “Nip/Tuck” to create and maintain an interactive MySpace.com profile for fictional serial killer the Carver.

Since her arrival in December 2004, Gibbons oversaw the bows for the latest seasons of “The Shield” and “Rescue Me,” as well as last year’s rookie series “Over There,” “30 Days,” “It’s Always Sunny in Philadelphia” and “Starved.”

Previously, exec was senior VP of advertising and promotions at Showtime, where she was instrumental in the marketing for “Queer as Folk,” “Soul Food” and “Resurrection Blvd,” and served as creative director for the paybox’s inhouse ad agency, Red Group. Before that, Gibbons worked in marketing for Media General Broadcasting and as an independent producer.